This presentation reviews certain basic and advanced concepts for handling top of funnel and mid funnel lead management aspects. It covers real-time inbound marketing concepts as well as marketing automation and B2B lead nurturing tactics that are especially applicable to SaaS businesses. This presentation was delivered by Idan Carmeli of ServiceWise and Mike Telem of Insightera at the IGTCloud meetup event on June 12, 2012.

1. June 12th, 2012
Steps Towards
Building the Ideal SaaS
Marketing Machine
Idan Carmeli Mike Telem

2. In 2012, your buyers come from many places
The Ideal SaaS Marketing Machine 2

3. Your Funnel, In Theory
Inbound Marketing
Marketing Automation
Sales Force Automation
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4. Your Funnel, In Practice
Anonymous Visitors
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5. Your Funnel: Common Pain Points
Low traffic, low
quality leads
Good traffic, low quality leads
Good traffic, good leads,
low conversion* rates
Good traffic, good leads, good
conversion, not sales ready
* Conversion = visitor
gives you their details
or signs up to for trial
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6. Digital marketers spend $92 driving traffic to
website for every $1 spent to optimize it
Anonymous Visitors
Source:Adobe Digital Marketing
Optimization Survery, 2012
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7. 73% of B2B leads are not sales-ready
when they first come in.
Source:MarketingSherpa
Benchmark Report 2011
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8. The Case for Better B2B Lead Management
• The B2B Buyer has changed: need to pro- “Nurtured leads
produce, on average, a 20
actively engage around educational topics
percent increase in sales
• Leads need to be nurtured until they are opportunities versus leads
that are not nurtured.”
sales-ready
• There is an opportunity to turn marketing
into a revenue driver rather than a
cost center
• Lead management provides a dramatic ROI:
many benefits, low risk, modest investment
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9. USE a SMART MIX of
MARKETING AUTOMATION
TACTICS TO MANAGE LEADS
in the REVENUE CYCLE
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10. the bad news: a long way separates a filled
out form and a closed deal
The good news: trial signup forms are awesome list builders!
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11. Let’s say 100 visitors come to your website
Five leads sign up / leave details
One leaves a fake address
(junk)
One changes her mind
One ignores all communications (unsubscribers)
(dormants)
Don’t give up on anyone! Assign leads to sales
appropriately and place the rest in marketing nurture paths
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12. triggered
emails have
96% higher
open rates and
125% higher
click rates than
“business as
usual” (BAU)
messages
Source: Epsilon and the DMA’s
Email Experience Council
Maximize the attention potential of
your trial welcome email

13. Goal: Convert More Visitors Leads Into Trial Users
Customers
• Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring
close the gap in the middle of the funnel
• Improve the dynamics of your revenue cycle to convert more
potential customers into customers
Current marketing focus The B2B lead Current sales focus
Development gap
Potential
prospects
fail to get Reach Interest Desire Convert Enrich Retain
into the
funnel
Lead Management Closes the Gap
Warm leads leak out in The Middle of the Funnel
Issue 1: Marketing hands off Issue 2: Sales cherry picks leads, letting
Leads too early. Unqualified Issue 3: Marketing spends longer-time-frame leads leak out.
Leads waste sales’ time. More to recapture lost leads.
Source: October 2006, Best Practices “Improving B2B Lead Management”
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14. USE REAL-TIME
INBOUND MARKETING
TACTICS to INCREASE
VOLUME and QUALITY of
LEADS in the CYCLE
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15. B2B Lead Quality Starts Even Before Leads Come In
Marketers need a new inbound marketing playbook:
Outbound - General Inbound - Targeted
Mass marketing/spamming Micro-segmentation
Paid Media Earned Media
Conventions Social media, blogs, tweets
Email blast campaigns Adaptive channels
Sales teams should shift gears
Blind cold calls Intelligence-based interactions
Outbound emails Real-time auto-engagements
Lead Generation Contextual lead qualification
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16. Your Inbound Prospects
• Incoming prospects
– Have a challenge, a problem to solve
– Want information or knowledge
– Actively seek a solution
– Are proactive and in control
• During inbound interactions, customers are most tuned-
in to your messages and offers and are typically most
responsive
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17. Inbound Marketing concepts
• Cost per inbound lead is 61% lower then outbound
• Inbound leads close-rate is 5-8 times higher then outbound
• Focus on relevant incoming prospects - You paid a lot to get them!
• Analyze who’s HOT and who’s not and focus on prospects that show interest
and potential
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18. Inbound Marketing concepts
1. Make sure they find you
2. Segment them based on digital body language, sector, organization
3. Maximize the ROI on Marketing content by adapting your message to
their intent and potential
4. Educate, nurture and engage to generate more qualified leads.
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19. Are You Engaging Your TOFU?
Your Top-Funnel online prospects are actively looking for a solution...
Capturing your inbound prospect’s intent and potential and auto-engaging
them in real-time will boost your conversion rates and generate more
qualified leads.
Geo/Org
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20. Real-time Inbound Marketing
Your Top-Funnel Prospects White papers, Case
Studies, Webinars, Offers, PR’s
…
Deliver the right
message to the right
person at the right time
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21. Sample Use Case : MAX Content ROI, Nurturing
• B2B Hitech vendor
• Inbound Segmentation Ratio: 18%
• Actual Conversions on segmented prospects
– Average (6M): 10% (average CTR on web estimated at ~0.2%, Google claims ~2% in ppc
ads) 45%
– Top performing: 45%
10% 10%
2.0% 2%
0.2%
AI Compared to Web AI compared to PPC Top performing segment (6m)
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23

22. Real-Time Inbound Marketing
Accelerate Customer Acquisition
• Max ROI on existing marketing assets
• Extend your marketing automation reach by 50X
• Engage top funnel anonymous prospects
• Generate more Qualified leads
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23. Your Funnel: System Domains View
Inbound Marketing Domain
Marketing Automation Domain
Sales Force Automation Domain
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24. June 12th, 2012
Thank You!
Idan Carmeli Mike Telem
idan@service-wise.com mike@insightera.com